• Welcome to
    TNOC | The New Objective Collective

    Ready to work across the globe offline or online
    based in Basel, Switzerland
    Individual Minds | Collective Results

    Learn moreGet in Touch
  • I am Ruud Janssen

    What objectives can I help you deliver on?

    I am ready to support you as:

    ○ Strategic Advisor
    ○ Event Designer
    ○ Trainer
    ○ Facilitator
    ○ Keynote Speaker


Recent projects we’ve designed, developed & delivered. What are you working on?


years of global work experience


delighted clients


successful projects

Captivate | Cultivate | Elevate

TNOC | The New Objective Collective helps you define & deliver your new objectives:

  • to be innovative
  • measurable and attainable
  • and deliver them using new collaborative formats
  • blending experts who would normally not work together
  • specialised in consulting profit and not for profit organisations
  • to deliver results more effectively
  • in less time & effort
  • with more fun

In our fast changing environments we seek to formulate simple objectives and deliver on them collectively.

Time is ticking away, can you afford to wait?

Mail or call us to see how we can help meet your objectives collectively.

Organisations we have enabled to deliver on their objectives include

Internet Society
IOC Event Team Training & Event Design Consultancy
MED-El logo 1_positiv
Powered by ESOT
Lead Impact Asia

What others say about our collaboration

Ted Mooney

Ruud Janssen may be the best event thinker and conceptualizer I know. He’s very creative and still very impact-oriented. My colleagues and I always enjoy working with him because he is gets the best out of us, challenges us to think bigger and provides a framework for how to do that. With his guidance we planned and implemented and never-before attempted hybrid event that succeeded beyond our and our CEO’s expectations. Ruud can help you blaze a new trail or just improve what you already do. He’s probably the best consultant hire I ever made.

Ted MooneySenior Director Membership Services Internet SocietyInternet Society
Pierre Sonigo

I had a chance to work with Ruud on several projects involving the strategy of our Federation and the quality improvement of our events. I really appreciated Ruud innovative ideas, his professionalism and knowledge of the association world. I liked his way of thinking outside the box and his very friendly personality. I really enjoyed working with him and would recommend him with no hesitation.

Pierre SonigoSecretary GeneralFERMA - Federation of European Risk Management Associations
Mohamed (Moe) Ba

Ruud has outstanding capacity to bring people to innovate their products and services, to bring organizations to pay attention to innovation, and to unlock passion in people.

Mohamed (Moe) BaHead of Innovation ITU (United Nations) ITU - United Nations specialized agency for information and communication technologies
Ruud Janssen, CMM, DES, CED

Ruud Janssen, CMM, DES, CED

Managing Director

Switzerland based Entrepreneur Ruud Janssen, CMM, DES (1970) has been an innovator and game changer in the Hospitality and Meetings & Events Industry since 1994. He the founder and Managing Director of TNOC |The New Objective Collective; a creative collective of visual thinkers, moderators and specialists at the intersection of communication, technology and strategy. He is also the co-founder of EventCanvas.org Foundation and Event Model Generation (the event design consulting & training firm) with Roel Frissen and Dennis Luijer aimed at creating a common language for Meetings & Events.

What we can do for you?

Strategic Advisor

Organisations turn to me when they want to turn strategic thinking into strategic doing.

Event Designer

I enable teams to design events worth attending. Events that create exceptional value.

Idea into action converter

I can be the extra horsepower needed by organisations to convert ideas into deliverables.


Design & facilitate strategic board retreats and advisory board meetings.


Train individuals and teams on 21st century skills to be agile, adaptable and reliable.

Sparring partner

I can be the sparring partner with a fresh perspective that can deliver breakthrough thinking and convert it into action.

Would you like to explore how we could collaborate on a project?

Drop me a note in the form below, I look forward to getting in touch.

Shall we connect?

Check out the tweets, photos, videos and social media posts. Looking forward to meeting soon?